Speakers at CFG's Annual Conference 2012

1. The importance of branding
Paul Breckell and Emma Harrison

2. Who are we?
We’re the charity working for a world where
hearing loss doesn't limit or label people,
where tinnitus is silenced – and where
people value and look after their hearing.

3. 100 years of evolution

4. 2009
Strategic review
“…we are convinced that the only way people
will make adjustments for people who are deaf is
if they appreciate and value their own hearing.”
Our vision
“a world where deafness or hearing loss do not
limit or determine opportunity, and where people
value their hearing.”

5. Insight

6. awareness
Only 4% of the general
public spontaneously “There’s a
mention RNID / Royal
National Institute for
deaf one,
Deaf People. isn’t there?“

7. Comprehension
Public Supporters Service users Professionals Influencers

8. Confusion

9. Value placed on hearing loss
General public don’t
think about their
hearing. Can’t
imagine what ... “Don’t they
difficulties it would have those dogs
cause to lose it.
who can answer
Our supporters the phone?”
who’ve lost their
hearing want us to
tell other people how
awful it is so they
can prevent it for
themselves.

11. Next steps
Step 1. • New Corporate identity
Step 2. • Brand positioning strategy
Step 3. • Productisation of assets
Step 4. • Advertising campaigns

12. Step 2 – brand positioning

13. A value proposition
• The USP and added value
Emotional which drives engagement
• Hygiene factors that allow
Rational you the right to play

14. Brand modeling
Proposition Currently working with
strategic agency to
Positioning establish our positioning
strategy, brand model and
Infrastructure
fundraising proposition
Key messages
Reasons to
believe

15. Step 3 – productisation

16. The spectrum of need and
provision
Who they are
Where they are
What their need is
Our role in satisfying that need
The best way to make and maintain contact them
Four million
Two million
Protection
diagnosis
(BSL/English)
Deaf
Dual

17. Step 4 – integrated advertising

18. Integrated planning - regionally
Audience + key
message(s)
Action on
Brand strategy
Hearing Loss
Town
- Regional strategic partner
- Advertising campaign
- Integrated delivery
Integrated
delivery

19. The integration onion
Support
core
campaign
message e.g. Check your hearing
(for over 45s in Bristol), roll
Roll out out specific ad and PR
related tactics
campaigns
e.g. GP campaign
,Hearing Health at Work
Inform
other e.g. Inform local trusts or
audiences
MPs in Bristol about the
local campaign
Benefit
from the e.g. holding FR events,
‘halo collections, talks at the
effect’ same time in Bristol to
utilise the heightened
awareness

20. User journeys and missions
Our value to the user The users value to our organisation
protection diagnosis support customer volunteer donor member

21. Flex of the new identity

22. Age related hearing loss
campaign: isolation
Are you isolated from someone or are they isolated from you?
• Targets age related hearing loss segment
• Emotional execution that plays on the sense of loss
• Can be talking to the sufferer and/or friends and family

23. Protection campaign: damage
Would you do this to your ear?
• Aggressively targets a young
urban demographic
• Primarily protection
message
• High impact shock value
• Uses fashion photography
with the harder metaphorical
portrayal of damaging your
hearing

24. MONITORING SUCCESS
-
Ultimate People acknowledge their People with hearing No-one is isolated
aims 1-3 hearing loss and take action loss are supported through hearing loss
1. Promote early action on hearing loss
to the ‘four million’
GREEN
4. Empower people who are
deaf with additional support
6. Make sure that people who
are deaf have access to
communication support and
• Quarterly monitoring
needs with choice, control and
independence technology
2. Campaign for high-quality and AMBER
accessible audiology services AMBER
7. Target organisations to be
GREEN
5. Make sure that people with more accessible to people with
• Backed by detailed KPIs
3. Make sure that everyone has hearing loss or tinnitus have hearing loss
access to information, advice GREEN
access to the information they need to 8. Find a cure for hearing loss
take action and peer support
GREEN and tinnitus
GREEN
AMBER
Ultimate People protect their hearing
aim 4
10. Promote the benefits of valuing and protecting hearing
• On going testing of
9. Find ways to protect hearing and prevent tinnitus
AMBER GREEN
How must we work to deliver?
11. Use effective, joined up and customer 14. Encourage a culture that mirrors
focussed systems and processes
GREEN
12. Deliver a nationally recognised brand
our operating principles and values
GREEN
15. Sustainable volunteering
17. Fund the organisation to deliver
our strategy
RED
applications of our corporate
GREEN
AMBER
13. Make sure our property meets the
organisation’s needs
AMBER
16. Deliver a membership strategy
that expands and engages our
members
AMBER
18. Be guided by objective social
and marketing research
GREEN
identity:
1a) Credible 1b) Availability of 1c) High quality 1d) Providing
Charitable 1e) Provide effective
biomedical communication care and effective
assistive technology
Impact
Customer and
research
GREEN
2a) Beneficiaries
engaged
services
AMBER
2b) Supporters
engaged
support
AMBER
information
2c) Brand awareness
and perception
AMBER
GREEN
2d) Effective partnerships/
coalitions
Fundraising
beneficiaries
Advertising
GREEN AMBER RED GREEN
Core 3a) Effective campaigning 3b) Quality of social research
Strategic processes GREEN GREEN
Health
Check Financial
Results
4a) Maintain free
reserves position GREEN
5a) Level of staff
4b) Service
viability/sustainability
AMBER
5b) Quality of
4c) Sustainable
voluntary income
AMBER
5c) Horizon scanning 5d) Quality of knowledge
Brand awareness
People and
effectiveness leadership and intelligence management
knowledge GREEN GREEN gathering AMBER AMBER

25. LESSONS LEARNT
• The importance of research
• Leadership backing and good project management
• It impacts on the whole organisation
• External and internal communication are both vital
• We are still learning! – the importance of on-going
testing